Years in travel 60
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The story of modern travel and tourism is inseparable from the story of ITB Berlin. For six decades the show has led the industry’s evolution; a place where ideas became movements, partnerships became breakthroughs, and milestones became history. This timeline traces the moments that transformed both the fair and the world of travel, with ITB Berlin at the heart of change, every step of the way.
1966 A new era of travel begins ITB Berlin launches with just nine exhibitors from five countries: Egypt, Brazil, the Federal Republic of Germany, Guinea, and Iraq. Envisioned by Prof. Dr. Manfred Busche as a “super travel agency,” the modest debut coincides with Laker Airways’ launch of budget transatlantic flights, pioneering mass-market tourism and setting the stage for what becomes The World’s Leading Travel Trade Show®.
1973 Bridging Cold War divides
1979 ICC and loyalty take flight Berlin’s futuristic International Congress Centrum (ICC) opens, hosting more than 20,000 attendees and anchoring the city as a MICE destination. That same year, Texas International Airlines pioneers the first frequent flyer programme with paper coupons, an idea that will become a cornerstone of modern aviation.
East Germany’s German Democratic Republic (GDR)
participates in ITB Berlin for the first time. In a divided Europe, this symbolic step underscores tourism’s power to connect people across borders. At the same time, the exhibition’s Advertising In Tourism congress attracts a full house.
1969 To the moon and back The historic moon landing ignites a new era of exploration. The achievement continues to inspire for decades, surfacing again at ITB Berlin 2007 where the world’s longest-serving astronaut, Neil Armstrong, shares his vision of space tourism.
1978 Air Berlin makes holiday history Founded by American pilot Kim Lundgren, Air Berlin’s first charter journey from Berlin Tegel to Palma de Mallorca becomes an iconic route, offering Germans new ways to holiday affordably and often. Years later in 2004, the airline makes its ITB Berlin debut.
1981 American finds a global ‘AAdvantage’ American Airlines launches AAdvantage, the first global frequent flyer programme. Initially met with scepticism, it revolutionises air travel and becomes the model for airlines everywhere. More than four decades on, loyalty in travel remains one of the most debated and innovative topics shaping discussions at ITB Berlin.
ITB Berlin launches in 1966
Since its 1979 opening, ICC has become an ITB Berlin focal point
Air Berlin’s first charter flight took off from Berlin Tegel Airport in 1978
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